Sofia Hall

Sofia is a Consultant at Public Digital who supports public purpose organisations to adopt user-centred ways of working and succeed in a digital-first world.

Specialising in digital product development, user experience strategy and product management, Sofia's expertise bridges the gap between understanding real user problems and creating practical, digital interventions. With deep experience in health prevention, she is passionate about being the voice of the user throughout the design and development stages, ensuring services are accessible, inclusive, and make a real difference to people's lives.

At Public Digital, Sofia works on our engagement with HMRC, supporting the organisation's transformation journey to become a digital-first tax and customs administration. Sofia works with the core transformation team, building momentum for wider organisational change and supporting the leadership development approach.

Prior to joining Public Digital, Sofia was a Digital Strategist at a digital agency, where she focused on creating user-centric digital experiences, particularly in the public health sector. Her work driving major public health initiatives for the Department of Health and Social Care spanned user research and strategic recommendations, to creating behaviour change strategies using frameworks like COM-B, in order to inform product development on apps like ‘Drink Free Days’ and ‘Active 10’. Notably, she led the strategy for the 'Couch to 5K' app, contributing to a Gold BIMA award for Campaign Effectiveness.

Sofia also brings experience from the commercial sectors, including working with Coca-Cola Freestyle and beauty start-up BeautyShelf. In the non-profit sector, she directed service design workshops for reproductive healthcare provider MSI, and facilitated user-focused strategy for a GambleAware’s website redesign and digital tools.

sofia.hall@public.digital